Ch. 7 - Business Marketing

G.M. COLLIN doesn't have any business product, all their products are for personal care. The company doesn't make any exchange of goods or services in their official website, but some retail store does that.  You can still shop their products online from some big skin care website, such as http://www.skin-one.com/gmcollin.html#, which is a big online skin care products shop website. They have a lot of products with different brand, it's just like a wholesale store.

I don't know if the website have a sell of products, as for me, I won't shop skin products online only if I have tried this product already. I usually go to a retail store to try products first, then I may wait to buy it until they have discount. 

As I told before, if you to join their company to become a retail store, you just open an account from 3000 dollars, and in the future, each order must over 500 dollars. They will provide an agreement when you open the account. Under my experience, they gave my spa trust, and they build a good relationship with us.

G.M. COLLIN wasn't a very large company, and their are also belong to a manufactory, so they are not like specific retail store, their business market will easier and simplify than retail stores.

Ch. 8 - Segmenting and Targeting Markets

G.M. COLLIN is a skin care company which produces skin care products and clinical treatment, the target market is the age from 15-60, but focus more on generation Y who can afford to buy and have products.There are a lot of skin care company in the market, it helps every company to define clients needs to be more specific; for example,G.M. COLLIN company divide product for men and women, and they have different mentions for skin, they are specific into body, lip, and eye treatments, etc.

However, personally, I think the G.M. COLLIN products has better result in Chinese skin, not American. Due to we have to use a couple of products for take care skin, usually most of middle class people can afford the price of a couple products. products also for different age user, as time goes by, people can buy products by their needs.

Every one have different skin, that's why not everyone can have a satisfy result by using these products. What I think is, this company has few very good and complete clinical treatments, they made more profits in this part than products. That is a reason that people love their treatment and to become regular clients.

As I wrote before, G.M. COLLIN, they do a great job at customer service, clinical treatments as well, a lot of clients become their regular clients. It makes company become more and more popular, stronger, persuasive. 

Ch. 11 - Developing and Managing Products

G.M. COLLIN company has a group of product line for skin care, they just made a new product for their company, not new to the world. It can define as extend product line. They also modified a product item which called visible lifting gel. I don't know did they discovered these two updated product, but as a manager of the retaile store, I did receive emails and mails that provided me a sample products and introduction of product.

As a company, when they create a new product, I think they had already done product analysis, product testing, or market testing, etc. As for me, I am the manager, I will try these two updated sample product first, then I decide whether order it or sell it. As a result, after I use the new product BB cream, it made my skin looks dark, my reaction was very clear, that was I don't like it. I threw it away, and I loss interest to  try another updated product.

New York is a diverse city, but I think most people would like to try new stuff, but once they get it, and if they don't feel well, 80% of people never come back. That's my experience of working at so many spas. However, product has its life cycle, I think it always depend on competition and its function, including skin care products. For example, people love Algo mask from G.M. COLLIN company, it deserve the reputation because it works so good. Sometimes, we will call it 911 mask.

Ch. 16 -Integrated Marketing Communications

As I told, G.M. COLLIN has promotion very single month for retailer, and retailer decide whether do same promotion for their clients. Due to G.M. COLLIN is the main manufacture, so they have right to do what kind of promotion, there is no communication during retailer and the company. Those retailer just order from the company by the phone, and they take responsibility to deliver products, that's the only communication. Promotion is a good way to draw client's attention, and give clients a chance to get to know products.

Under my personal experience, I am the manager of a spa located in SoHo area, I always chose to do some promotion with some specific websites. Before I start talk to website company manager, I need to decide what kind of promotion I need to do, otherwise, those manager will help you to finish this part. Then we talk, communicate, and we make a contract.  Promotion brings a lots of new clients, like AIDA concept, we draw clients interest through website with a low price, and when they buy it and come to enjoy the service, we got a chance to keep those clients coming back. However, there wasn't have a lot clients come back, because they can always buy a discounted price from those specific websites, same service but different place.

Ch. 10 - Product Concepts

G.M. COLLIN is a company who produces skin care products and clinical treatments for facials. They will always provide a book with all products and clinical treatments that include the concepts and basic ingredients, it's a easy that client can choose what they want.

The clinical treatments can definitely classify as business product, because the company sell treatments to spas, and then estheticians sell treatments to Clients.  It's a resell process. Due to the company produces skin care products, so they do have different product lines for specific skin to satisfy customers needs.  Moreover, the company also have travel product kit, it's very convenience for travel clients.

The company always trying to improve their products, so they will upgrade the ingredient of product every few years, and they also will have new products come out every few years. G.M. COLLIN is the brand name of their products, they do have logo and designs. Every single product has its name and different designs but under the brand name. They use this brand name and logo to trade and gain profits. The logo like a trade mark to persuade clients to buy products, because the company had good reviews over 50 years.

Ch. 18 - Sales Promotion and Personal Selling

G.M. COLLIN have sales promotion every month in their website, due to their company don't sell product online, then clients can buy promotional product through retail store  only if they follow the company's deal. Actually, it benefits retail store, because they can order promotional product, but still sell same regular price.

The company never have a coupon or reward for retail store or clients, but they do provide a lot sample products to give clients a free try, they also provide a lot product books with English and Chinese. Clients have decisions whether to buy product or not after they go over products reviews and results of samples.

As a result of the company don't sell product to clients directly, they will train every estheticians from retail store, they teach how to build relationship with client, how to sell products, and how to satisfy client's needs. Since estheticians can sell more products, the retail store will order more products, then they get profit.

The company also will follow up every retail store, they will call or email once a month to mention about monthly promotion and the situation of it. They will give the retail store some ideas if they are in a bad situation.


Current Promotion

Ch. 17 - Advertising and Public Relationsh

G.M. COLLIN always do advertising at magazines for specific products, this is a perfect advertise because it provide a visual guarantee for clients. They also have videos on YouTube that include facial treatments. However, the magazine is better way to convince clients prevalence rate of the product.

The company advertising appeal vanity and egotism, because skin care products will keep people younger and pretty, people buy products in order to maintain how pretty they are. Moreover, the advertise does not have any discount, only the descriptions of the product. The view of advertise provide a mood or image executional style, because the magazine image will let client imagine the beauty stuff which effects people's mood.

Since G.M. COLLIN company didn't products to common people directly, they teach estheticians how to educated clients to buy or use products. They teach estheticians how to have a good relationship with client who come into spa to do facials. Since estheticians sell more products, the spa or salon will order more products from their company. This a way to keep their business.